Importance of Branding as a Marketing Tool

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 .................................................................................................................................................3
P1 Importance of branding as a marketing tool .........................................................................3
P2 Key components of successful brand strategy ......................................................................6
LO2 .................................................................................................................................................8
P3 Different strategies of portfolio management, brand hierarchy and brand equity
management. ..............................................................................................................................8
LO3................................................................................................................................................10
P4 Brands are managed collaboratively and in partnership both at domestic and global level.
...................................................................................................................................................10
LO4................................................................................................................................................12
P5 Different types of techniques to measure and manage brand value.....................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
A brand is basically the identifying symbol, name, word, logo, sentence or the design
which distinguishes an organization from the other organizations. In short, brand is a way in
which an organization or a company is perceived by the end users and hence distinguishes the
products and services of organizations. Brand management is predominately the process for
managing the reputation of brand as well as enhancing perception of audience towards that
brand. Brand management is the effective manner through which organizations evaluate their
brand and hence improves the perception of audience.
Procter &Gamble is basically the American consumer goods organization being
established in the year 1837 by William Procter and James Gamble and headquartered in United
States. This organization mainly deals in wide variety of the personal care as well as hygiene
products and thus includes health care, grooming, home care, family care, baby care products.
The main aim of this report is to study the branding strategies of one of the well-known brand of
Procter & Gamble which is Ariel and thus evaluate their brand management process. Ariel is
primarily product line of Procter & Gamble and thus is line of the laundry detergents. It was
established in the year 1976 and is renowned brand of the Procter & Gamble.
This report gives a brief about importance of branding, components of branding strategy
for building brand equity, strategies in portfolio management and brand equity management,
ways in which brands are controlled collaboratively and types of strategies and techniques for
measuring brand value.
LO1
P1 Importance of branding as a marketing tool
Branding is a tool that help companies to attract customers easily towards their business.
Develop a unique image in minds of customers to increase overall sales of business. It help to
increase overall customers attention and maintain effectiveness of products & services(Brooks
and Anumudu, 2016). Large number of competitors are available in market and branding help
company to sustain their business in market. Branding change people perception towards a
business and help to increase awareness in minds of customers. Important to develop a

recognition for business in market. Procter & Gamble is an American multinational company
provide consumer goods. Variety of products provided by company like health, personal care
and hygiene products. Ariel is one of the most effective product in P&G that help company to
grab a market share and maintain position in market. Whereas P&G brand name help Ariel to
establish in market and attract customers.
Create awareness
Branding is important for every business it help to develop a presence in market, create
recognition and make people aware about new product and service. Awareness in customers
mind help company to increase sales(Anselmsson, 2017). Logo of a brand is important to make
an impression on customers. Large number of companies concentrated towards developing an
memorable and easy logo to make their customer understand easily. In context of P&G large
number of strong brands are incorporated with company and effective distribution channel of
companies make them attract people easily. Multi national product line and their presence over
180 countries help company to get a fantastic outcome from customers. Effective marketing
strategies of company for their product Ariel help them to stand strong in market.
Build trust
Recognition in market for product & service help company to create trust. Customers
want to purchase product from company that have positive image in market. Companies are
providing quality and healthy product to develop trust of customers. In context of P&G
companies healthy and personal care product help them to develop an image in mind of
customers. Overall brand name of P&G and quality services provided by Ariel help them to gain
trust and develop and identity in customers mind.
Increase value
Branding help company to sustain in market and important for future development of
business. Brand work as an asset for a business. In context of P&G company has its own brand
value in market which help to increase value for their product because of their name(Veloutsou
and Delgado-Ballester, 2018). Companies overall presence and all over the world and variety of
product with different features and specification to fulfill customers need help company to
increase value in market.
Create loyalty